Joe Asher’s Boomer’s sportsbook to launch operations on August 1

Boomer's Sportsbook has received unanimous approval for licensing from the Nevada Gaming Commission on Thursday, clearing the way for operations to begin on August 1. Upon launch, Boomer's will become the state’s only independent sportsbook.

The sportsbook is led by Joe Asher, former CEO of William Hill U.S. and a well-known figure in the sports betting industry. His reputation helped expedite the approval process, the Las Vegas Review-Journal reported.

Boomer’s will launch on August 1 at Commercial Casino in Elko, with additional locations launching shortly after at Ellis Island Casino in Las Vegas and Casino Valley Verde in Henderson. Asher plans to open 10 locations across the state within the next year.

Before the commission’s vote, Asher addressed concerns about the growing presence of federally sanctioned prediction markets in the betting space. His remarks come as companies like KalshiEx LLC, which is currently in a legal battle with Nevada regulators, face backlash from state-level regulators and sectors of the gambling industry.

“Any sort of unregulated gambling, I think, is antithetical to the public interest, and I’m strongly opposed to it,” Asher said. “The idea that somebody can have this hypothetical right to offer essentially unregulated gambling or gambling supposedly under the auspices of a federal agency is inconsistent with the longstanding policy in our country that gambling is essentially a matter that’s regulated by the states.”

Asher emphasized that unless Congress makes an explicit decision otherwise, state governments should retain full control over gambling regulation. “I’m always in favor of gambling being something that is regulated, should be regulated at the state level," he told commissioners.

Boomer’s leadership team includes several high-profile industry veterans. Nick Bogdanovich, a SBC Hall of Fame inductee, will serve as head of trading. Dave Grolman, a former executive with William Hill, will oversee sportsbook and customer operations as senior vice president. A.G. Burnett, former chair of the Nevada Gaming Control Board and current gaming attorney, will lead the compliance committee.

Asher also discussed the potential for Boomer’s to offer pari-mutuel race wagering in the future. He cited recent legislative changes, including the repeal of the disseminator requirement, which could allow for expanded race wagering across the state. However, he said the company will wait to see how the regulatory landscape develops before making any decisions on that front.